# Macmillan launches second TV fundraising campaign - Link: https://fundraising.co.uk/2004/03/03/macmillan-launches-second-tv-fundraising-campaign/ - Published: 2004-03-03T00:00:00+00:00 - Author: Howard Lake **Macmillan Cancer Relief launched its second television fundraising campaign on 1 March 2004 with the aim of delivering new long-term donors and reducing Macmillan’s reliance on traditional direct marketing media.** The new DRTV commercial aims to increase Macmillan’s supporter base through a call to action for a monthly donation via direct debit of £2 or £3. The ad was created by direct marketing agency Clark McKay and Walpole who commissioned BAFTA-award- winning director Adrian Shergold (“The Second Coming”, “Inspector Morse”, “Early Doors”). The 90-second advert highlights the emotional journey of a cancer patient and features a man making a home video to record his thoughts following the bombshell of a cancer diagnosis. The home video focuses on the difference a Macmillan nurse’s involvement made to the family’s ability to cope with the diagnosis. The voice-over is provided by actress Shelia Hancock. ## Advertisement A freephone telephone response number appears throughout the ad to prompt prospective supporters. Clara Avery, Macmillan’s Direct Marketing Manager, said: “Our first DRTV campaign in 2003 performed very well in terms of introducing the public to the wider scope of Macmillan’s work. By taking on board everything we learnt from our first campaign and using a powerful and simple proposition we hope to reach a new supporter base and secure more new long term donors.” The advert will be shown between 9am and 6pm on satellite and cable TV channels from 1 March 2004 including UK Drama, UK History, At the Races, Turner Classic Movies, Classic FM, Travel, ITVNews, E!, UK Bright Ideas, UK Food and Chart Show TV. * **[Institute of Fundraising suffers listing problems at Google](https://fundraising.co.uk/2004/03/26/institute-fundraising-suffers-listing-problems-google/)**( 26 March 2004) * **[Conference on face-to-face fundraising](https://fundraising.co.uk/2004/03/30/conference-facetoface-fundraising/)**( 30 March 2004) * **[Threat of VAT introduction on Royal Mail postal services](https://fundraising.co.uk/2004/04/06/threat-vat-introduction-royal-mail-postal-services/)**( 6 April 2004)